While the Centre is keen on maintaining the existing fares for the Delhi Metro, the Delhi Metro Rail Corporation (DMRC) has carved out a new way to earn revenue. Soon the exterior of some Delhi Metro trains will be available for advertising as the corporation will be permitting wraps to augment non-operational revenues.
Metro trains in Delhi are all set to get colourful and bright with the DMRC allowing advertising rights on the outer surfaces of its trains. Earlier, advertisements were allowed only inside the trains.
“To augment the non-operational revenues, Delhi Metro has awarded exclusive rights for displaying advertising materials, including pictures, printed material, electronic media, posters, holographic images and visual displays on the external part of its trains,” said a Delhi Metro official.
Currently, Delhi Metro operates a fleet of over 200 train sets -- with over 60 eight-coach trains and over 80 six-coach trains. “The train wraps shall be permitted on 10 per cent of the total train sets available on the operational lines of the Delhi Metro network,” added the official. The advertising rights, given to two agencies, shall be valid for 10 years. The selected agencies will give annual license fee in lieu of the exclusive advertising rights.
Besides, the DMRC will also monitor this activity, so that it also contributes to the aesthetical value of the Delhi Metro through high quality advertising comparable to world class Airports & Metros Railways and other leading destinations. So far, Delhi Metro has been allowing advertisements inside Metro trains and the station premises.
With this, the corporation has found a new source of revenue generation. The DMRC has been writing to the Centre for several years now to revise Metro fares. The corporation believes that the absence of hike over the past five years is gradually reducing the investment and revenue gap which is currently witnessing ‘marginal’ operational profits.